Our world and our lives are digital today. When was the last time anyone picked up a pen and paper to write? The challenge was to make Wite-Out, a product that is only used offline, relevant even in our digital world.

After doing some research, we found a big problem related to writing in general: spelling errors. We found that 50% of Americans can’t spell, online or offline. This was an opportunity for Wite-Out to be relevant in our lives again.

We repositioned Wite-Out from a old-schooled product to a brand that helps people correct all kinds spelling mistakes.

To launch the campaign, Wite-Out will set up a social challenge online to make people realize how much spelling mistakes people make when typing. We challenged our audience to type the same way we write: no copy, paste, backspace, and autocorrect. From this challenge, our users will start to see the importance of correct spellings and start to have a awareness for the Wite-Out brand again.

In preparation of our guerilla execution, Wite-Out will launch a series of print ads of real-life misspellings. This will position Wite-Out as a brand that gives people a second chance to correct spelling mistakes. We also included a social component to encourage users to #misspellings to crowd source materials for the guerilla component of this campaign.

An extension from our print ads, we will use the crowd sourced materials to start correcting misspellings in the real world. When users #misspellings, Wite-Out will go out and actually correct the spelling error.

To bring this campaign closer to people’s everyday lives, Wite-Out is partnering up with Starbucks. Everyone had the experience in getting their name spelled wrong on their Starbucks cup, to change this, Wite-Out is providing stickers for customers to correct their misspelled name.

Lastly, we want to address the essential problem in people’s daily lives. Without the aid of a computer (or Google), people can’t see their own spelling mistakes. Wite-Out will provide an app that will analyze handwritings and show the spelling errors on screen. This will prove that Wite-Out is a brand that understands all aspects of writing and is relevant in the digital world.

See a budget report for this campaign here.

Art Director: Catherine Lin
Copywriter: Christina Guo